5 Email Marketing Strategies for Businesses

According to experts, more than 300 billion emails are sent every day worldwide and, in today’s digital age, email marketing emerges as a formidable tool to offer products and services, as the main objective is to grow our brand. Despite the growing popularity of platforms such as Facebook, Twitter and Google for advertising, email remains a primary source of information and file sharing.

What is email marketing?

Email marketing is a digital marketing strategy that uses email to send promotional, informational or direct relationship messages to a group of people interested in a company’s products or services. This form of communication makes it possible to reach recipients in a personalized way, build relationships with potential and existing customers, as well as promote loyalty and engagement.

Many people still use email as their primary source of information and file sharing. In this article, we will explore 5 email marketing strategies.

1. Identify your potential customer

First of all, it is crucial to thoroughly understand the potential customer. Detailed segmentation becomes a key differentiator between the success and failure of a campaign. For example, sending information about cat toys to dog owners will only result in disinterest and may be perceived as spam.

Segmentation in marketing allows you to drill down and connect with potential customers more effectively. Some ways to identify it are:

Current customer analysis: Examine your current customers to identify common patterns. Analyze their demographics, buying behaviors and preferences. This information can be valuable in defining your target audience.
Website behavioral data analysis: Use web analytics tools to track visitor behavior on your site. Examine the pages they visit, the time they spend on the site, and the actions they take. This will give you clues about their interests and needs.
Social media interaction: Observe interactions on your social media platforms. Examine who is actively participating, what type of content they are sharing and what comments they are making. Social media is a rich source of information about your audience.
Sales data analysis: Review sales data to identify buying patterns. Examine which products or services are most popular among certain demographic groups. This will help you adjust your marketing approach.

2. Send content with promotions and information of value

Email marketing strategies for companies have as main objective to increase sales, but that does not mean that all the emails we send always talk about our products or services, and that they should buy from us. It is very boring to find in our inboxes subjects where only want to sell, and that will eventually lower conversion rates because the content where only products or services are offered, is not relevant to our potential customer.

Potential customers appreciate content of value relevant to their needs. For example, a subject line like “Healthy Skin Tips” is more effective than a skin cream promotion. Here are some tips on creating valuable content:

Know your audience: Research and understand your audience’s needs, interests and challenges. The better you know your subscribers, the more relevant and valuable your content can be.
Provide tips and tutorials: Offer practical tips and tutorials related to your products or services. This not only adds value, but also demonstrates your expertise in the field.
Surveys and opinions: Invite your subscribers to participate in surveys or share their opinions. This not only engages your audience, but also provides you with valuable information.
Surveys and opinions: Invite your subscribers to participate in surveys or share their opinions. This not only engages your audience, but also provides you with valuable information.

3. Personalize messages

Personalization is key in email marketing strategies, as it allows you to tailor messages specifically for each recipient. Here are some recommendations:

Effective segmentation: Divide your subscriber list into smaller segments based on similar characteristics, such as buying behavior, geographic location, product preferences, etc.
Personalized name: Use the recipient’s name in the e-mail greeting. This simple, but effective form of personalization adds a more friendly and approachable touch to your messages.
Reminders: Send personalized reminders about special events, important dates or exclusive promotions. This shows recipients that you are attentive to their relationship with your brand.
Exclusive Offers: Offers exclusive offers based on the user’s purchase history or behaviors.
Birthday and Anniversary Dates: Celebrate special dates such as birthdays or customer anniversaries with exclusive offers. This type of personalization demonstrates a genuine interest in long-term customer relationships.

With personalization, you will strengthen the emotional connection with your recipients, which can lead to greater loyalty and engagement.

4. Use a technological platform to send e-mails

To optimize email marketing strategies, it is essential to use technology platforms for mass mailings. Automated email platforms save you time, and that makes them a great option.

There are several technology platforms specialized in email marketing that can facilitate the process and improve the effectiveness of your campaigns. Here is a list of some popular platforms:

Mailchimp: A leading platform that offers tools to design, send and track emails. It also provides automation and segmentation functionalities.
HubSpot: Known for its full suite of marketing, sales and services, HubSpot includes email marketing, automation and analytics tools.
Benchmark Email: Offers a variety of customizable templates, automation and segmentation tools, as well as detailed analysis.
MailerLite: Especially suitable for small businesses, this platform provides email marketing, automation and form creation features.
ActiveCampaign: Offers a combination of email marketing, marketing automation and CRM, allowing for more comprehensive management of customer interactions.

Automation, by sending an email, will increase the productivity of your advertising and create stable and measurable online advertising strategies, as these platforms will show us reports on how the campaigns are working.

5. Use A/B Testing

A/B testing is a method known as testing to define the best format, meaning that different versions of a campaign should be tested. The objective of A/B testing is to identify which email has the greatest impact on our potential customer.

You must take into account the method of creating two types of emails and sending them to different customers, because the idea is to send emails with different designs, structures, promotions and call-to-action buttons. For example, we will show you in the two versions (email A and email B) the variables to take into account:

Subject line:

- Email version A: ” Weekend SpecialOffer!”
- Email version B: “Discover Our Exclusive Discounts “

See which approaches in the subject line generate a higher open rate.

E-mail design:

- Email version A: Design with a single eye-catching image.
- Email version B: Simpler design with focus on text and call to action buttons.

Call to action (CTA):

- Email version A: “Buy Now and Save”
- Email version B: “Explore Our Offers”

Decide what text and color type the CTAs should have to determine which one drives the most clicks.

Type of content:

- Email version A: Focused on best-selling products.
- Email version B: Highlights products related to the customer’s last purchase.

Mail length:

- Email version A: Short and concise email.
- Email version B: Longer email with additional details.

Types of offers:

- Email version A: Percentage discount on the entire store.
- Email version B: Buy one , get the second one at half price.

CONCLUSION

Email marketing strategies are necessary for an SME or enterprise to grow, as it is an economical way to reach that potential customer we are looking for. Remember, digital marketing agencies still use this system, so it is a mistake to think that email is outdated.